UnMarketing: Stop Marketing. Start Engaging. Hardcover – 24 Sep 2010
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“(INSERT NAME HERE) has written a game changer for (INSERT INDUSTRY HERE). Drop everything and read this book!”— Famous author who hasn’t read this book “This author has paid $8,000 to be part of my ‘bestselling author program’ and he gets a testimonial as part of his fee. This is it.”— Bestselling author who has written a testimonial for every biz book out there “This book has a great amount of words.” —Fortune 500 CEO that was at an open–bar event with author and agreed to give testimonial “This book is the greatest business book in the world, besides mine.”— Author who only gives testimonials for people who give him one in return Don’t believe every book testimonial you read.
From the Inside Flap
Stop marketing. Start UnMarketing . Consider marketing. It′s a vital aspect of running a successful business, but lately its practices have been taking a beating. And why not? Do you like getting cold–called just when you sit down to dinner? Having your mailbox clogged with random offers you immediately toss? Do you listen carefully to the ads that interrupt your favorite TV show? No? If these experiences are "marketing," you—and your customers—probably prefer whatever′s the complete opposite. Instead of trying the same tired methods, what if you could have a new kind of conversation with your customers and prospects? If you′re ready to stop marketing and start engaging, then welcome to UnMarketing . Taking an on–the–ground look at the changing landscape of business–customer relationships, UnMarketing gives you innovative ways out of the old "Push and Pray" rut, which assumes that messages sent out blindly and broadly will magically lead to loyal, long–term clients. Instead, you′ll discover a new, highly responsive "Pull and Stay" approach that brings the right customers to you through listening and engagement, enabling you to build trust and position yourself as their logical choice when they need you. With a smart take on using social media as a new toolset rather than just a fad, UnMarketing features numerous bite–size chapters you can consult and apply according to your unique business requirements. These chapters are all bursting with practical tips and real–world examples, giving you a sense not just of what works (and what doesn′t) but of how and for whom. If all business is built on relationships, then, no matter your enterprise, building good relationships is your business. UnMarketing supplies you with a winning approach to stop ineffective marketing and put relationships first—then reap the long–term, high–quality growth that follows!See all Product description
Top customer reviews
If you're looking for a book about the techy side of social media, this isn't it. But if you're looking for one that gives you the low down on how you can use social media to market your business, then it's for you.
Scott Stratten walks his talk by writing in an engaging style. The chapters are mostly all nice bite-sized reading chunks, packed with information, tips and a good dollop of humour.
His honesty in revealing the pitfalls he encountered, and how to avoid them, offer good advice for small businesses owners. The most memorable for me is how he learned - the hard way - to be prepared for the big jump in enquiries and business that can result from "making it" in social media land.
I enjoyed reading UNMARKETING and picked up a lot of interesting tips and new information, some of which I've already put into action. The rest has given me food for thought for the future. I'm keeping this book close to hand!
For example, a new restaurant opens, and wants to get new customers in, they believe in the quality of their food, but need to get people to try it. The author suggested giving free meals to local residents, which would remove the fear and trust gap that exists when trying something new. Then, people would see the restaurant is full, people would talk about how good the food is, and the restaurant would have gained the trust of locals. The restaurant thought the idea was crazy, and decided not to do this due to cost (which would have been the same as doing a magazine ad). The restaurant went out of business because few were willing to risk trying the food.
After reading a few of these examples, I thought this book would be great. However, as you get past the first few chapters, the book focusses more and more on ways to use Twitter, and how the author has managed to gain success with his activities on that website. I don't use Twitter myself, and although he gives some good examples of ways it can be used, I don't think it is appropriate for everyone. I can take away the overall messages, which are useful, such as being transparent, owning your mistakes, responding positively and quickly to all feedback, and, the more effort, time and money you invest, the more you get out.
It became hard to read at some points where the book was a bit too self-promoting and getting ahead of itself. Twitter is not the messiah in my opinion, and the author is not a genius for discovering how to use it, but to me, that is what it feels like the book is trying to say. For older marketing guys, closer to the age of the author, it is probably a lot more worthwhile reading, as you may be unfamiliar with social interaction online, and how it can be used. However, for someone born in the late 80's, who grew up with the internet, it's nothing groundbreaking.
I gave the book 3 stars because it's overall messages are very good, and the success stories are good and can be repeated by readers. I would have preferred it if the author spent less time talking about Twitter's virtues and more time on the wide variety of marketing tactics that people have successfully used, similar to the examples at the start.
The book is an interesting mash up between a handbook introducing some marketing principles in simple and practical terms and social media tools and etiquettes and a book that changes one's perception of reality. Many books shy away from this impurity and of the few that don't, the majority don't manage this balance well, but it works with this book.
Right at the beginning he explains that Marketing also happens when two individuals have a conversation about the brand. That's kind of obvious, but still made me sit up and change my perspective when thinking through the logic and consequences. Stratton discusses many traditional marketing concepts such as segmentation, brand experience, etc, but he does it in an incredible straight forward, fresh and engaging manner that you don't find very often.
In chapter 43 he explains how he structures his blogs: "Point, Prove it, Perform it. " I'm new to blogging and have read several articles about it, but Scott's advice just works for me and I believe has made my posts more to the point. He goes through all different social media channels, executions, etiquettes, always basing it on his own experiences. And it's these down to earth experiences with small companies instead of the mega brands that make this book so much more authentic, real and believable. Combine this with Scott Stratton's very funny, understated and direct writing style and you have a very good book that is full of good advice and a really enjoyable read. My advice: Buy it, read it, practise it.
Although I read it some time ago, I still recommend it to people today. A really easy-going read and Scott's personality and no-nonsense 'just do it' attitude to attacking social media and inbound marketing is delightfully delivered with a of humour on top. It's packed full of practical ideas that you can literally lift and use for yourself, your business, or (like me) for your customers.
Even better, Scott is all over twitter and social media, so I was delighted when he answered one of my tweets about the book. He really practices what he preaches. We love you for that Scott.
And finally, Scott regularlly updates the book, so look out for new editions. It makes a great business give-away as well, which me and my colleagues have used it for on many occasions.
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